Data released by eBay Advertising today reveals the opportunities for brands to capitalise on the ‘halo’ effect of the World Cup, as eBay predicts a rise in nocturnal shopping when the tournament kicks off next month.
eBay recorded a 20% increase in the number of searches for wide screen TVs in the UK in the run-up to Euro 2012, compared to May and June 2013, showing that major sports events, like the World Cup, have a ‘halo’ effect in other categories too, as Brits ready themselves for a summer of sport.
And unique to this summer’s tournament, eBay Advertising predicts a rise in nocturnal shopping, as fans take advantage of dual-screening and shop while they watch. Data from eBay Advertising found that during England’s defeat to Italy during Euro 2012, there were still over 4,000 searches for football shirts on eBay.co.uk. With some games kicking off at 11pm UK time this summer, brands have an opportunity to extend their campaign windows later into the evening to target consumers as they browse online.
“Although it’s only a month to go until kick-off, there are still opportunities for brands to target shoppers in the build up to the tournament. These opportunities go far beyond football-related items, with many other categories, like consumer electronics and fashion, also likely to benefit from an uplift. And with the tournament in Brazil, some of the games will kick off as late as 11pm. That’s why we expect to see a rise in nocturnal shoppers as Brits stay up late to catch the action live. Brands who extend their campaigns to later in the evening will be able to effectively engage these nocturnal shoppers and grow sales online,” commented Phuong Nguyen, Director of eBay Advertising in the UK.
But eBay Advertising found that during the same quarter-final defeat to Italy in Euro 2012, there were also nearly 35,000 searches for handbags and over 50,000 searches for sofas on eBay.co.uk by many with no interest in the football. By identifying and segmenting fans from non-fans, brands can ensure they don’t alienate others throughout the month long event.
Pauline Robson, Director, MediaCom Real World Insight, added, “Major sporting events have an impact on what people are browsing and buying online. Understanding these patterns of shopping behaviour is vital if brands want to maximise their sales at this time. This is particularly important in a world of multi-screening where connected consumers can immediately go online to get more information or to a buy a product that has captured their interest.”